I created a group where I can schedule group meetings with those whom I cannot meet one-on-one. https://www.downtomeet.com/Success-Mindset-Dallas
The first meeting is scheduled to take place on Jan 30, 2019
I created a group where I can schedule group meetings with those whom I cannot meet one-on-one. https://www.downtomeet.com/Success-Mindset-Dallas
The first meeting is scheduled to take place on Jan 30, 2019
This is just a collection of quotes from other authors about various ways to locate distressed properties. Pretty much all of the info is a repost.
Finding properties with delinquent taxes is fairly straightforward if you can find the local tax assessor’s website. Depending on where you’re looking, you might need to Google for “[City Name] Tax Assessor” or “[County Name] Tax Assessor”
The best “underwater” properties are the ones that are right on the verge of foreclosure — they’re the most motivated sellers. In many parts of the United States, you can find an official publication of these houses by Googling for “[County Name] Legal Notices,” but you can also find reliable, easy-to-browse listings at RealtyTrac.com, Foreclosure.com, and HUDForeclosed.com
Another option is to cultivate relationships with local bankruptcy and divorce attorneys, so they call you when they encounter a motivated seller.
Real estate-owned a.k.a. bank-owned properties aren’t just “distressed”; they’ve already been foreclosed upon. Most of them are just sitting empty, slowly costing the companies that own them money. On the downside, 100 percent of them are sold as-is, so if you don’t have a good reason to be confident that a particular home is solid, they can be a gamble. The best way to find REO properties is right here on BiggerPockets: a well-maintained list of REO searches that covers the entire country.
When the HUD, FreddyMac, or FannieMae insures a mortgage and that mortgage fails, those entities foreclose on the mortgaged homes just like a bank would. And when they do, they turn around and try to sell those homes, just like a bank does. Furthermore, properties are also frequently offered by several other government entities, such as the Department for Veterans Affairs or the FDIC. While every agency has its own rules and methods, you can start your research into this vast arena at the HUD Single-Family Homes for Sale webpage, which has links to each government department’s relevant webpage. There are also several solid links on the U.S. Marshal Services’ National Sellers List [PDF].
Yet more tips from article “How to Find Distressed Properties” by Angela Colley
One way to find distressed properties is to choose a target neighborhood, then drive around and eyeball the homes there. Be on the lookout for these telltale signs:
Be Wary of Web Searches
Internet searches can yield a wealth of information about distressed properties, but there are a few risks:
And so it begins! I am making the first tangible step toward my real estate investment career. Today is day 1 of my real estate agent classes. Sat and Sun, 8 am-5.30pm. Can’t wait.
I was meditating on the quote from Charles Munger, “Invert, always invert!” I did some research to find the origins of this quote, and found some fascinating info. Here are other people’s research results, I am just reposting them
The German mathematician Carl Jacobi made a number of important contributions to different scientific fields during his career. In particular, he was known for his ability to solve hard problems by following a strategy of man muss immer umkehren or, loosely translated, “invert, always invert.”
Jacobi believed that one of the best ways to clarify your thinking was to restate math problems in inverse form. He would write down the opposite of the problem he was trying to solve and found that the solution often came to him more easily. Read more @
One of the biggest musical shifts in the last several decades came from Nirvana, a band that legitimized a whole new genre of music—alternative rock—and whose Nevermind album is memorialized in the Library of Congress as one of the most “culturally, historically or aesthetically important” sound recordings of the 20th century.
Nirvana turned the conventions of mainstream rock and pop music completely upside down. Where hair metal bands like Poison and Def Leppard spent millions to produce and promote each record, Nirvana recorded Nevermind for $65,000. Where hair metal was flashy, Nirvana was stripped-down and raw.
This strategy works equally well for other creative pursuits like writing. Many great headlines and titles use the power of inversion to up-end common assumptions. As a personal example, two of my more popular articles, “Forget About Setting Goals” and “Motivation is Overvalued”, take common notions and turn them on their head.
Read more at
This article on inversion is so great, I want to make a speech about it at my Toastmasters club
I am considering my options for going into real estate
Average REA salaries in Texas by
Doing our taxes I came upon our savings account statement from March 2018, showing $1,566.37 in it. It dropped from $7,162 in January 2018 to $1,566 in March 2018 due to the car payment, house payment, HOA payment, student loan payment, insurance payments, and about $2,000 worth of min payments on credit cards all going out each month. March was the last month we had money for, and then we would have to start cashing out our retirement accounts.
Now, exactly 1 year later, we are in much better shape. I am grateful to the universe, my spiritual teachers, Osho and Thich Nhat Hanh, and to the power of my Life Pyramid for getting through those difficult times in 2018.
Reviewing “The Dhandho Investor: The Low-Risk Value Method to High Returns” by Mohnish Pabrai
This is the best book on investment principles I have read so far (but I only read 2 or 3, so…). It is closely aligned with value investing principles of Graham and Buffett, but takes a slightly different approach. It uses several formulas and ideas (for example, Buffett’s idea of the “moat,” Kelly’s formula, the Magic Formula, arbitrage,) and throws in some fascinating thoughts on an ancient military battle formation called
chakravyuh (one of the deadliest formations a general can encounter) and the ways to break through it, and ties this all together into a neat little story to describe the main tenants of his “philosophy.” The main among them is this one: “Heads, I win; tails, I don’t lose much.”
With this approach in mind, Mohnish goes on to examine stories of outstanding success, often by immigrants (Papa Patel, Manilal Chaudhari, himself) who came in the United States with nothing but a solid
There are a ton of examples and mathematical formulas that Mohnish uses to demonstrate the basics of the value investing (or Dhandho style investing). I made so many highlights in the book it is not even funny. Most importantly, his ideas are focused on ordinary, poor, underprivileged individuals who make it all the way through
This is a truly outstanding list of marketing ideas that could apply to almost any business, although in this case these are ideas for marketing a listing of a property
Stolen from https://fitsmallbusiness.com/real-estate-marketing-ideas/
This is the most obvious one, obviosuly
This is a good one. Many people want to know what their property is worth, and you are offering this service to them for free, and you make it automated, so it won’t suck you into time-consuming projects. So a win-win.
I am not sure about this one, looks like alot of work, especially if you have to market several subdivisions
This one is also alot of work, and only a tiny section of your mailing list will see it, so I am not 100% sure ROI will be as good as on some other initiatives
This one is another one that I am not sure how it really pays off. So many other people are using the same
This one seems to be pretty obvious. A 30-sec value statement should be the must on the landing page at the minimum
I am not sure about this one, sounds like
Kind of like a reality show. I am not sure who would have the time to watch an agency day-to-day, most people who are working probably have better things to watch. But it might be worth a month try.
The decor has a funky item that is easy to remember even after many houses have been visited. Serves as a memory tool for the buyers.
Ok, sure. It is almost like saying “Optimize your web page.” Good idea that most people would probably ruin with a bad execution
Ok, another bland idea, but a good reminder about the basics
People think in pictures, and feel in pictures, and dream in pictures. So yeah, this one should be the basics, I think.
This is an excellent suggestion about the types of topics to cover in your mass mailing. Make the ad of the company a tiny thing at the bottom, but a big important thing in the body. Do it regularly enough, and they will start looking forward to those postcards, I think
That is a topic of a whole different discussion, but sure, let’s not forget to get to strategize on this.
Yes, emotions eat logic for breakfast. Get emotional juices flowing, but how? Another interesting topics of research.
They suggest using
Duh. But it is a good reminder to check out new classes from your local RE associations
A good idea, I thought about the ways to do it myself, but I think it is such a long-term project that a good base of other cash-generating ideas is needed to execute that one consistently year in and year out. People forget quickly.
All blogs are pretty time consuming, and are lost in the noise quickly unless they provide serious valie. So, this might be a good add-on, but not the main vehicle.
Seems more like a plug-in for a vendor than a real suggestion, but sure. The more images and the different-er and richer the images, the better. I have a feeling there are a ton of other sites that can help with the virtual staging process.
Sure, if your buyers can read your handwriting.
How is this not a repetition of like 5 previous suggestions? C’mon, FitSmallBusiness! Stop feeding us gruel.
Again, good old basics (happy hours), but probably could be worth refreshing on. Do them only if you have a budget and the attendees are pre-qualified. Otherwise – networking not necessarily converts to sales.
Probably a good suggestion, with some work, one-time effort can pay off
I would give it a shot just to see what the engagement is really like, but I would not hold high hopes for that one. How many videos of yours will they want to see? Everyone is busy.
Oh, I LOOOOOOVE this one. Just check it out:
A good idea, if your clients are tech-savvy enough to utilize this technique to the fullest, or to know what an iPad is. I would think of a different prize if I was the realtor. Something all ages and OS-fans could find attractive.
Really? Really? This is the ground-breaking thought of the day?
Goes hand-n-hand with the “fridge worthy” suggestion. But – lots of work and research and paying someone for design, for a subliminal message that may or may not hit the target when they ARE ready to buy or sell. This is not an immediate conversion type of idea, so do it only if you have the time and budget to make long term moves like that.
Uh, ok. Sure. If you have a web site at all, I recommend just a good web designer. Let him or her tell you more good tips like that.
Seems like a full-time web designer will be needed, unless you want to spend your time generating web pages and tracking moves.
I am not 100% sure I understood this advice at all, so I am not going to comment.
Ok, ok. Can we just make a separate post for all social media strategies and keep everything together in THAT post?
Good idea, I am sure there is a lot of literature on that online
I would give that one a shot for a quarter or two to see if this leads to real results
Grrr. More ways to stock poor prospects everywhere they go. A good way to become annoying I think
Community events, charity events – I already commented on this. Those are a long term strategy. People forget so quickly. I would go for more immediate and direct approaches first.
Making ANYTHING viral is an art and a science in its own. I would not count on any one of your videos becoming truly viral. Plus, viral videos are by definition not targeted. It might be viral, but is it seen by people in my geographics are who are currently looking for THAT type of house?
I would need to see that executed in practice to buy that this is a good investment of time, but ok, anything could be good to try out
Sure, why not. This is more of a small technique rather than a strategy, and hopefully not the only technique in his toolbelt.
I think a logo won’t do much difference if you have no TRAFFIC to your side.
That is actually a good one, provided that your audience is
I thought it was already covered by like, 5 other suggestions?
Jesus Christ, is this the Ground Hog Day? I thought we have been through this already? Get yourself a web designer who knows what to do for modern
This is actually another good one. Just a few quotes
…..reach out to local bloggers and Instagram influencers — whose followership matches your target buyer — and have them create related content and share it with their followers.
Also, you can partner with a business in the community to host an event at [a property you’re selling] to gain publicity and get foot traffic. For example, if the space is great for showcasing art, you can partner with a local gallery to host a “gallery night” in the property and invite anyone you can to the property.
Obviously, this is something that requires a ton of planning and collaborations, so it will come with its own costs. But worth a try.
I am starting to look for info on getting the RE agent license. Here is the rundown:
To earn your real estate license in Texas, you must be 18 years of age, complete 180 hours of approved education, obtain a sponsoring broker, submit required fees and forms to Texas Real Estate Commission, submit to fingerprinting, and pass the state exam. While the process to become a real estate agent is similar in most states, each state has its unique steps that must be adhered to. The seven steps to becoming a Texas real estate agent are as follows:
Step 1: Must be at least 18 years of age.
Step 2: Register for and complete 180 hours of required education:
In order to apply for the Texas Real Estate License Exam, the state requires you to complete 180 hours of TREC-approved college-level real estate courses. Kaplan offers four education options that fulfill the 180-hour requirement.
Step 3: Consider obtaining a sponsoring broker
In order to practice as a real estate salesperson, you must be sponsored by a licensed Texas real estate broker. You and your sponsor will both need to complete and submit the Sponsorship Form.
Step 4: Submit forms and fees to TREC
After completing the required 180 hours of licensing education, submit all education documents to TREC, including real estate school certificates.
Active or inactive initial license?
You’ll need to decide if you’d prefer an active or inactive license.
Note: These forms can be downloaded at www.trec.texas.gov, or you may complete this process online athttps://mylicense.trec.texas.gov/datamart/mainMenuTXREC.do.
Step 5: Schedule your license examination and fingerprinting
After you receive your response letter from TREC approving you and directing you to the Candidate Information Brochure, you can schedule your exam with Pearson Vue. You will also receive direction on how to submit your fingerprints for review. You have one year from the date your application is filed to pass the examination.
Step 6: Prepare for the exam
By taking Kaplan’s world-renowned Exam Prep course, you will have no surprises on exam day. The Texas Real Estate Exam Prep program is available as a Live Class or video OnDemand Course.
Step 7: Take the state exam
Once you have passed the state exam and your fingerprints are on file, you will receive an Active or Inactive Salesperson License from TREC via email (remember to monitor your junk mail folder).
These are the TREC approved schools where I can take the necessary courses. It looks like there are 6 two-week courses in total, running $180-$220 per course, to get the right number of hours.
RETTSchool has the in-person courses at $800 on weekends in Plano, some start in June and end in August, might be perfect for me
Dallas County Community College has pretty expensive courses, at about $200/piece, for prep courses but also for additional courses that might be useful later on
I will read this when I am tired or bored or have to spend some time sitting and waiting for something. This is from Coach Carson, one of my favorite writers on BiggerPockets.com
Wednesday, October 19Entrepreneurship, investing, and life can become lonely roads. It’s easy to feel like we have the weight of the world on our individual shoulders.That’s why I love reminders from great teachers like hall of fame basketball coach John Wooden, who said “The main ingredient of stardom is the rest of…
Monday, April 14[This is part 7 of 7 in a series about creative financing] This article is about buying investment properties subject-to an existing mortgage. Because this particular strategy is a little nontraditional, I recommend watching my video to really get the concept. But first, if you want
Monday, April 07[This is part 6 of 7 in a series about creative financing] This article is about buying properties with a credit partner. If you’re a visual learner, I sketch out the moving parts in more detail in my YouTube video. First, if you want to review my previous articles in the creative
Wednesday, April 02[This is part 5 of 7 in a series about creative financing] This article is about buying properties with lease options (my YouTube video also breaks the topic down further). Some of my most profitable deals of all time have come from the combination of leases and options, so I’m excited to
Tuesday, March 25[This is part 4 of 7 in a series about creative financing] This article is about my most-used creative financing tool: self-directed IRA loans. If you want to review my three previous articles about creative financing, check them out here: 6 Reasons I Prefer Creative Financing to Bank
Sunday, March 16[This is part 3 of 7 in a series about creative financing] My last two articles have introduced the concept of creative financing: 6 Reasons I Prefer Creative Financing to Bank Financing My Creative Financing Toolbox (And Why You Need It Too). In this article and short video
Wednesday, March 12In Oliver Stone’s iconic movie, Wall Street, Charlie Sheen plays a young hotshot in the stock market. At one point he confides to his girlfriend a personal dream. “I think if I can make a bundle of cash before I’m thirty and get out of this racket
Monday, March 10[This is part 2 of 7 in a series of articles about creative real estate financing.] In my last article, I gave 6 Reasons I Prefer Creative Financing to Bank Financing. Bank financing isn’t bad, of course. There are many times when it’s very appropriate. My main problem with
Monday, March 03[This is part 1 of 7 in a series of articles about creative real estate financing. Each installment will include an article and a short, 10-15 minute YouTube video] I graduated from Clemson University in 2002. Soon after graduating I began real estate investing full-time with a
Thursday, February 27In my last two articles I shared that we are all playing two financial games and I shared How to Win Game #1: Cash Now (Survival). In this article I will share a two-part real estate game plan to win Game #2 – creating passive cash flow. First, a definition. My idea of
Thursday, February 27In my last article I shared that we are all playing two financial games. For review, the two games as I see them are: Game #1 – Cash Now: The game of active income and of survival. Success is earning more than you spend. Game #2 – Cash Flow: The game of passive income and of freedom
Sunday, February 23Whenever I think about the big picture of real estate investing, I like to remember a very important reality before getting into the nuts and bolts. The reality is this: We are trying to win two different financial games. Just like basketball and baseball, these two financial games have
Monday, February 10[Part 1 of an ongoing series about my big picture wealth and real estate game-plan] “[I]n spite of the fact that America is famous for its unhappy rich people, most of us remain convinced that just a little more money will set life right. In this way, the messianic metaphor of modern
Monday, February 03Out of the Starting Blocks: When I first started my real estate investing business, I studied a few different successful investors whose business models really intrigued me. These investors were buying, fixing up, and selling 50 houses per year! The investors were also averaging $20,000
Wednesday, January 29Real estate investors seem to gravitate to one of two extremes when it comes to doing deals: Analysis paralysis: frozen in fear of making a mistake Emotional exuberance: being too aggressive, too optimistic, and irrational. I am not exempt. I have visited both of those places from time
Your first investment will be a learning process. While you’ll definitely make a few mistakes along the way, there are a few common pitfalls that can be avoided if you educate yourself beforehand.
After spending literally whole day on BiggerPockets.com I came to two solid conclusions:
After reading Chad’s article on quitting the 9-5 and starting a 24/7, I think that I will use the next year to get my real estate license, find brokers who could use my skills, start connecting with people who will become my team mates, do “go alongs” with real estate agents, brokers, flippers.
I will use Chad’s plan and proceed with all his prep steps while my husband and I pay off our debt from credit cards, which will take 14-16 months in itself to happen. But at least now I have a very detailed plan from Chad, and whenever I have a plan, I can execute.
Today was meant to be. It was meant that I would find Chad’s article, and all the reading I have done for 9 hours before-hand allowed me to narrow down my choices to his suggested path.
Two absolutely astonishingly informative articles published on BiggerPokets
This is just a small excerpt of his extensive Article #1
Here are my initial sources of education:
Here is his article #2 about building the team, starting to review listings, and trying to make offers
Here is Chad’s blog on
Forum / networking / blog
Commercial real estate: https://www.propertymetrics.com/blog
Personal newsletter from an experienced flipper: https://www.coachcarson.com/
Fundrise – investing in RE same way as in stocks: https://fundrise.com/
Overall wealth building, debt reduction: https://www.listenmoneymatters.com/
Learn detailed tips, tricks, and tactics to accurately budget nearly any house flipping project and investment property renovation from expert real estate investor and fix-and-flipper J Scott. Discover the tried-and-tested steps of his professional framework and methodology for precisely evaluating renovation costs in hundreds of his own successful rehab projects. Determine how to accurately estimate all the costs you are likely to face during renovation—and get all of your rehab questions answered in a single place!
Whether you are preparing to walk through your very first rehab project or you’re an experienced home flipper, this handbook will be your guide to identifying renovation projects, creating a scope of work, and staying on budget to ensure a timely profit! You don’t need to be a contractor to flip houses, but you do need to know the fundamentals of budgeting and pricing your renovation—including everything from cosmetic renovations to complex installations and upgrades. This book gives you the estimation tools needed to produce the income you desire on your first—or next—investment deal!
The Five Million Dollar Book is a guide to raising capital and putting together real estate joint ventures. This book was a tool used by the author to raise over five million dollars of cash to build his fortune in real estate
On finding the first deal properties: https://www.biggerpockets.com/renewsblog/new-investor-simplified-first-deal-guide/
The 8 most important evaluation formulas to understand and memorize: https://www.biggerpockets.com/renewsblog/2016/01/13/top-8-real-estate-calculations/
Multi-family investments for 1st timers: https://www.biggerpockets.com/renewsblog/multifamily-first-investment/
On putting the margin of safety into every deal: https://www.biggerpockets.com/renewsblog/the-surest-way-to-destroy-your-real-estate-investing-career/
Miltifamily market seems to be cooling off – strategies for this period: https://www.biggerpockets.com/renewsblog/multifamily-market-cooling/
More advice on how not to overpay for miltifamily: https://www.biggerpockets.com/renewsblog/stop-overpaying-for-multifamily/
The guide to due diligence: https://www.biggerpockets.com/renewsblog/due-diligence-ultimate-guide/
Interesting step-by-step due-diligence walk-through for an apartment building: https://www.biggerpockets.com/renewsblog/doing-due-diligence-example-apartment-complex/
Biggest discoveries during due diligence: https://www.biggerpockets.com/forums/311/topics/669931-what-have-been-your-biggest-discoveries-during-due-diligence
“Sometimes it’s the deals you don’t do that make you rich!” JD Martin
6 common mistakes new investors make: https://www.biggerpockets.com/renewsblog/2015/10/19/6-common-mistakes-investors/
Buy and hold vs flip and go – https://www.biggerpockets.com/renewsblog/2014/10/21/buy-and-hold-real-estate-is-the-ultimate-investment-heres-why/
How to start as a hustler, even some 1st-year hustle suggestions: https://www.biggerpockets.com/renewsblog/2014/11/19/hustle-the-single-most-important-factor-to-finding-real-estate-deals/
Calculating how many rental properties I need to retire: https://www.coachcarson.com/how-many-rental-properties-to-retire/
The Shiny Strategy Syndrome: https://www.biggerpockets.com/renewsblog/2016/02/28/shiny-strategy-syndrome/
On how to set your investment philosophy by establishing clear goals: https://www.biggerpockets.com/renewsblog/new-investor-simplified-first-deal-guide/
Adopting the screw it, let’s do it attitude for newbies – https://www.biggerpockets.com/renewsblog/screw-it-lets-do-it/
Focusing on Why before focusing on What and How- https://www.biggerpockets.com/renewsblog/2016/06/08/real-estate-investors-learn-apple/
A little bit more of Buffet-ology thinking: https://www.biggerpockets.com/renewsblog/ignore-principle-youll-destroy-real-estate-career/
I guess, sometimes you do not mind overpaying for a multi-family property? An interesting discussion here: https://www.biggerpockets.com/renewsblog/why-are-so-many-overpaying-multifamily/
Study showing that currently US is not in a bubble situation overall, although some cities are an exception: https://www.biggerpockets.com/renewsblog/2015/07/16/housing-bubble-7-us-markets/
Strategies to succeed in the cooling market: https://www.biggerpockets.com/renewsblog/succeed-in-a-cooling-market/
How to recognize signs of the housing bubble, and what to do to make money during the bubble: https://www.biggerpockets.com/renewsblog/2015/11/18/invest-property-fear-bubble/
In 2019, I am pivoting to real estate. I do not know how soon I will be able to start investing myself, but at the very least I can start learning and looking for friends within that industry.
I am starting a new category of links that will deal with this topic
I would like to meet this guy, and get his take on my plans.
I am starting to think what the next chapter of my life would look like. Today is the first day I am officially organizing my thoughts and ideas. Whatever happens to me in the next 10 years starts today.
It is 5 am, can’t wait for the dawn to come.
I got interested in learning more about David Ogilvy. I found this article to be pretty informative: https://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/
They summarize Ogilvyan method in 7 commandments
Commandment #1: Your role is to sell, don’t let anything distract you from the sole purpose of advertising.
Commandment #2: Clearly define your positioning: What and for Who?
“I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.”
Commandment #3: Do your homework. Study your consumer in detail.
“Advertisers who ignore research are as dangerous as generals who ignore the signs of the enemy.“
Commandment #4: Think of the consumer as a woman, she wants all the information you can give her.
Commandment #5: Talk to them in the language they use every day, the language in which they think.
Commandment #6: Write great headlines and you’ll have successfully invested 80% of your money.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
“Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.”
Commandment #7: Highlight the product by making it the hero.
“I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.”
Example: Apple’s positioning strategy focuses primarily on emotions and the consumer’s lifestyle, their imagination, passion, dreams, hopes, aspirations, and they promise to make people’s lives easier. When you buy an Apple product, you immediately become part of a generation that believes that the rebels can change the world and have got to fight for what they think.
My own addition to the commandments
Commandment #8: Start with THE BIG IDEA
“It takes a big idea to attract the attention of the consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea”
What you say in advertising is more important than how you say it.
The best ideas come as jokes. Make your thinking as funny as possible.
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
The consumer isn’t a moron. She is your wife.
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
A good advertisement is one which sells the product without drawing attention to itself.
Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
Our business is infested with idiots who try to impress by using pretentious jargon.
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
I do not regard advertising as entertainment or an art
form,but as a medium of information
When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
Books by David Ogilvy:
Ogilvy on Advertising
I am continuing with my interpretation of the book. Everything in italic is a direct quote from the book.
2. Hostile armies may face each other for years, striving for the victory which is decided in a single day. This being so, to remain in ignorance of the enemy’s condition simply because one
What allows the wise strategist to secure victory beyond that of an ordinary leader is the ability to find ways to obtain foreknowledge of the opponent’s plans and intentions. This foreknowledge cannot be obtained through intuition, experience, or calculation. It can be deduced by through logic. Knowledge of someone’s plans can be obtained only from someone with direct information about them. Therefore one of the most important
8. When these five kinds of spy are all at work, none can discover the secret system. This is called “divine manipulation of the threads”. It is the sovereign’s most precious faculty. 9. Having local spies means employing the services of the inhabitants of a district. 10. Having inward spies, making use of officials of the enemy. 11. Having converted spies, getting hold of the enemy’s spies and using them for our own purposes. 12. Having doomed spies, doing certain things openly for purposes of deception, and allowing our own spies to know of them and report them to the enemy. 13. Surviving spies, finally, are those who bring back news from the enemy’s camp.
If you can manage to use all five types of informants at once, no one will be able to understand your method of obtaining information. This is called “pulling on invisible strings,” and it is one of the most important jobs of the strategist.
14. Hence it is that with none in the whole army are more intimate relations to be maintained than with spies. None should be more liberally rewarded. In no other business should greater secrecy be
preserved.15. Spies cannot be usefully employed without a certain intuitive sagacity. 16. They cannot be properly managed without benevolence and straightforwardness. 17. Without subtle ingenuity of mind, one cannot make certain of the truth of their reports. 18. Be subtle! be subtle! and use your spies for every kind of business. 19. If a secret piece of news is divulged by a spy before the time is ripe, he must be put to death together with the man to whom the secret was told.
20. Whether the object
beto crush an army, to storm a city, or to assassinate an individual, it is always necessary to begin by finding out the names of the attendants, the aides-de-camp, the door-keepers and sentries of the general in command. Our spies must be commissioned to ascertain these. 21. The enemy’s spies who have come to spy on us must be sought out, tempted with bribes, led away and comfortably housed. Thus they will become converted spies and available for our service. 22. It is through the information brought by the converted spy that we are able to acquire and employ local and inward spies. 23. It is owing to his information, again, that we can cause the doomed spy to carry false tidings to the enemy. 24. Lastly, it is by his information that the surviving spy can be used on appointed occasions.
The strategist is recommended to have closer relationship with informants than with anyone else, reward them more liberally than anyone else, and deal with them more secretly than with anyone else. They need to be managed with compassion and frankness, but with great caution. Doubt everything they say and verify it. Delicacy is the main approach.
Use informants in every aspect of the
25. The end and aim of spying in all its five varieties is knowledge of the enemy; and this knowledge can only be derived, in the first instance, from the converted spy. Hence it is essential that the converted spy be treated with the utmost liberality. 26. Of old, the rise of the Yin dynasty was due to I Chih who had served under the Hsia. Likewise, the rise of the Chou dynasty was due to Lü Ya who had served under the Yin. 27. Hence it is only the enlightened ruler and the wise general who will use the highest intelligence of the army for purposes of spying, and thereby they achieve great results. Spies are a most important element in war, because on them depends an army’s ability to move
The main goal of the opponent is to obtained detailed knowledge of the opponent. This knowledge can only be obtained through a flipped informant, therefore, flipped informants need to be treated most generously. Informants are the most important element in the strategy. The ability to make successful decisions about moving or staying should be coming from the information they provide.
I am continuing with my interpretation of the book. Everything in italic is a direct quote from the book.
16. Hence the saying: The enlightened ruler lays his plans well ahead; the good general cultivates his resources. 17. Move not unless you see an advantage; use not your troops unless there is something to be gained; fight not unless the position is critical. 18. No ruler should put troops into the field merely to gratify his own spleen; no general should fight a battle simply out of pique. 19. If it is to your advantage, make a forward move; if not, stay where you are. 20. Anger may in time change to gladness; vexation may be succeeded by content. 21. But a kingdom that has once been destroyed can never come again into being; nor can the dead ever be brought back to life. 22. Hence the enlightened ruler is heedful, and the good general full of caution. This is the way to keep a country at peace and an army intact.
A clear-headed leader plans well ahead and gathers resources. Do not move unless there is a strong advantage to be gained. Do not put your team into danger unless there is something significant they can bring back from the confrontation. Do not enter into a confrontation unless the position you are gaining or defending is critical to the plan. Never put your teams or allies in a difficult situation because of personal pride or grievances. Ask yourself whether there is an advantage to the forward